Your display name is how your business appears to customers when they receive your messages, a critical part of your brand on WhatsApp that must comply with Meta's policies to be approved.
1. Display name guidelines
Your display name must meet four key requirements:
- Accuracy: it must accurately represent your business and clearly identify who is messaging.
- Relevance: easy to recognise and tied closely to your brand.
- Length: up to 256 characters, but shorter is strongly recommended for clarity.
- Uniqueness: brand-specific and distinguishable; avoid generic descriptive terms alone.
2. Prohibited content
Names containing any of the following will be rejected during review:
- Inappropriate language: profanity, hate speech, or otherwise offensive terms.
- Copyrighted or trademarked material: don't infringe another brand's protected name or marks.
- Impersonation: names that impersonate people, businesses, or organisations aren't allowed.
3. Approval process
Every display name goes through review before it can be used:
- Submit your proposed name through the WhatsApp Business API dashboard (via your Rasilni account).
- WhatsApp reviews it against the guidelines, typically 1–3 business days.
- If approved, your name becomes active and visible to customers.
- If rejected, you'll get feedback and can submit a revised name.
Tip: Before submitting, search your proposed name online to make sure it doesn't conflict with existing trademarks, a quick check can save days of waiting.
Why getting it right matters
Your display name is one of the first things recipients see. A clear, accurate, brand-consistent name builds trust and credibility, and reduces the chance of messages being reported or blocked. Rasilni's team can help you navigate the approval process for your specific business.